Gloria Guevara has been appointed Chief Executive Officer of the World Travel & Tourism Council [WTTC], returning to the organisation at a time of growing uncertainty for the global tourism industry.

The appointment was announced days ahead of FITUR in Madrid, one of the world’s largest tourism trade fairs, which brings together ministers, policymakers and industry leaders. Observers say the timing underscores a broader shift in global tourism leadership, as the private sector assumes a more prominent role amid weakening multilateral cooperation and fragmented public-sector engagement.

Guevara previously served as WTTC’s Chief Executive Officer from 2017 to 2021, a period that included the COVID-19 pandemic and its unprecedented impact on global travel. Her return comes as national policies and reduced participation in international frameworks have created coordination gaps in global tourism governance, gaps increasingly being filled by industry-led organisations.

WTTC represents many of the world’s largest travel and tourism companies. More than 30 per cent of its membership is based in the United States, where participation in UN-affiliated organisations has become more uncertain. As a result, WTTC’s role has expanded beyond advocacy to what industry stakeholders describe as a stabilising platform for private-sector collaboration across borders.

Commenting on her appointment, Guevara said her focus would be on strengthening the organisation and expanding its global impact.

“I am honoured to return to WTTC after the most successful year in the sector’s history,” she said. “My priority will be to unlock potential, investment, growth and jobs; rebuild a stronger, globally representative WTTC; deepen engagement with members; and ensure we continue to deliver world-class research and advocacy.”

Guevara brings extensive public- and private-sector experience to the role. She previously served as Mexico’s Secretary of Tourism and later as Chief Special Adviser to Saudi Arabia’s Minister of Tourism. Her background also includes advisory work with the Harvard T.H. Chan School of Public Health and board-level roles with multinational corporations, combining policy, public health, private enterprise and crisis-management expertise.

Her return follows WTTC’s recent decision to relocate its global headquarters to Madrid. The move reflects post-Brexit operational considerations, access to international talent and proximity to global tourism institutions, and is widely seen as part of a broader strategic repositioning as the organisation prepares to operate in an environment where public-sector leadership in tourism is less assured.

Looking ahead, WTTC’s agenda includes its Global Summit in Malta in October 2026, alongside a series of sector-focused events and an expanded global advocacy programme. Industry analysts note that such forums are increasingly serving as alternative platforms for tourism diplomacy, enabling coordination outside traditional intergovernmental structures.

With its headquarters now in Madrid and Guevara back at the helm, WTTC is positioning itself as a central actor in global tourism leadership at a time when the industry faces continued geopolitical, economic and institutional challenges.

Gloria first returned to the WTTC last year in interim capacity before her reappointment.